Background

The Coalition to Preserve Rockville Neighborhood Businesses was established to encourage consumers and businesses to “buy local,” to support Rockville businesses, keep local workers employed and minimize travel for the good of the environment. The Coalition is led by the Rockville Chamber of Commerce and involves local citizens, retail and restaurant owners, professional service firms, property owners/managers, the City of Rockville and Rockville Economic Development.

In February of 2009, the Rockville Mayor and Council appropriated $28,000 toward the Buy Rockville campaign with the directive to raise matching funds from private owners and operators of businesses in Rockville.

The Marketing Plan

Maier & Warner Public Relations and Marketing, based in Rockville, is managing the campaign’s creative components. These elements include:

  • A dynamic new website with an interactive business directory and locator map
  • Hundreds of listings of Rockville businesses
  • Print, broadcast, Internet and transit advertising
  • A customer loyalty program – Rockville Rewards
  • Restaurant Week and a printed dining guide
  • Public relations and media outreach
  • Business support by professional marketers
  • Special events

Paid Sponsor ($250-$1,500) Benefits

  • A premium business listing on the new website that includes a 100-word description, a photo and a direct link to the business website
  • An opportunity to be one of the featured businesses on the home page of the website
  • The opportunity to participate in group advertising
  • Participation in Rockville Rewards
  • For restaurants, FREE inclusion in the Washington Post’s Rockville Restaurant week in October (at the $500 sponsorship level)
  • Monthly Business Briefs – a newsletter with valuable marketing information
  • Opportunity for mini-videos illustrating their business
  • Listed as a featured business on the Rockville Chamber of Commerce website
  • Three months of free advertising on the website
  • Opportunity to participate in media outreach
  • Visibility at City-sponsored events